31 October 2010

Saturday 30th October saw a multitude of celebrations across Illamasqua counters in the UK, Australia and Dubai!

Not only did we have the perfect excuse to dress up for Halloween, but many of us from HQ came along to work side by side with the artists on the counters!

This write up is about the activity at the Flagship store at 20 Beak Street, as that is where I happened to be, along with Rosa [PR and Press Manager], Halimah [New Product Development Assistant] and Jonathan [Retail Operations Manager]. Emily, Daniel, Amanda, Sally and Ian were the professionals on the day and we had such a great time, as you can see in the pics below!

We also had Mika pop in to create his look [wearing a hat created by Alex Box!] which is ... well, I didn't get to ask him about his inspiration, but I will include it in the write up about Selfridges activity next week.

We were delighted and honoured to have Viktoria Modesta, the wonderful singer, come to the store to perform some tracks for us throughout the day that really got the crowds in; a short video will be available on Youtube towards the end of the week with the highlights from her performance and the make-up on show, including a quick demonstration from make-up artist Amanda on the versatility of Pure Pigments...

Viktoria wasn't the only Illamasqua evangelist to grace the glitter floors of the Flagship store; Jodie Harsh and her entourage including the world renowned model Polly Fey came along - Polly even allowed me to create her look for the night, as you can see below!

The Circus founder Jodie had her make-up done by Halimah, who created a sparkling look for the Drag artist's performance later on in Cambridge.

We also had the stunning Munroe Bergdorf pop along before her night at The Green in Islington, and the likes of Alice Cooper, Jessica Jane Clements and Lee Stafford popped in for some inspiration for Halloween!

I will be writing about the antics of the other counters later in the week... stay tuned! And for more images, join the Illamasqua Face book page...

29 October 2010

Illamasqua are very proud and excited to have the opportunity of supporting the fantastic ‘Featherstonehaughs’ in their Debut show 'Edits' and 'The Featherstonehaughs Draw on the Sketchbooks of Egon Schiele'.

In London this November, the all male dance company are practising and preparing for what is promising to be a spectacular show.

28 October 2010

Illamasqua have laid on a superb selection of events to celebrate our 2nd Birthday this Saturday 30th October! With celebrations across the country, there’s lots to be inspired by … and the fabulous bit … you’re all invited!

With our emphasis on the mysterious alter-ego, the celebrations marry perfectly with the festivities of Halloween this weekend. Wherever you plan to party into Halloween this Saturday, make an appointment with your local counter or the Illamasqua store in Beak Street, Soho to have your alter-ego revealed and your Halloween transformed.

The Illamasqua Make-Up Artists are all excited to experiment with some devilish and eerie transformations, so come prepared with a look in mind or let them go wild and create your very own bespoke Halloween creature. It’s the perfect opportunity to trial those products you’ve been lusting after from the weird and wonderful Art of Darkness collection.

Illamasqua’s flagship store in London’s Beak Street will be host to a live performance from the fabulous Viktoria Modesta, exclusively in the store to entertain and inspire you….

The theatre continues with live Make-Up tutorials from our expert artists of how to create that iconic Illamasqua look, such as the Master of the Night and Mistress of the Night looks.

As a little teaser, some well-known guests may also be in attendance to celebrate Illamasqua’s 2nd Birthday, but in true Illamasqua style, we’ll let your imaginations play and run wild with that! We wouldn’t want to spoil the fun…

If the activity in Beak Street hasn’t teased and tempted you yet, then our regional counters have also been busy party planning. Illamasqua’s Selfridges, Debenhams and Fenwick counters are gearing up to celebrate in a spectacular way with Burlesque dancers and performers gracing the counters ready to play trick, treat and tease with those that dare…

With Halloween creations and birthday celebrations, cupcakes and champagne on offer – the Illamasqua birthday party is one you’ll certainly want to RSVP too!

Spaces are filling fast as everyone turns to Illamasqua to create their Halloween transformation, be sure to book your alter-ego in soon!

27 October 2010

It’s all happening in Australia this week with three new counter launches, the team have been preparing for what is to be Illamasqua’s busiest launch yet!! With an amazing and diverse team of Make-Up Artists across all three new counters they are sure to be inundated with customers eager to learn how to reveal their alter egos...

Illamasqua’s International Trainer Daniel was flown to Australia exclusively to provide training for the Make-Up Artists of the new counters. This Monday saw the opening of the Illamasqua counter in Myer’s Bondi Junction store to great success with the team already excited at the interest it has caused…

"The residents of Bondi love their Make-Up. Illamasqua is so very different to anything else around that they are thrilled by our colourful range and are excited that we give professional make up lessons." - Daniel, International Trainer.

Today, the brand new Myer store in Robina Town Centre on Australia’s Gold Cost opens its doors exclusively for a VIP Preview. Tomorrow (28th) the world-class shopping mall will welcome in the public for the first time, with Illamasqua’s counter perfectly positioned…

“Our counter has prime-site position at the main entrance to the $multi-million cosmetics hall. It is large, spacious and has real presence when you enter the store. I am so excited to see the reactions of customers who have never before had access to such a bold and truly professional make up brand.” – Amanda Turner, Counter Manager

The Art of Darkness collection and its mysterious themes and emphasis on the alter-ego are devilishly fitting as Halloween approaches, introducing new customers to the brands identity in true Illamasqua style.

And finally, almost 2 years to the date since Illamasqua first launched, the final Australian counter is to open in Myer’s Brisbane City on 31st October. A Halloween launch has to be auspicious for Illamasqua!

The best way to experience Illamasqua is to book in for a 45 minute professional Make-Up Lesson with one of our professional artists who will help you to create and define the perfect look for you – no one else – you. The lesson is recorded on a CD for you to take home and use to practice with – a fabulously useful tool. Make-Up lessons are $70 which is fully redeemable against Illamasqua purchases on the day.

26 October 2010

Halloween is always huge in America, and this year Illamasqua's Brand Ambassador Kim is spreading the spookiness across New York. In the lead up to Halloween, Kim will be creating alter egos tailored to your character. Check out the transformation she made into the ‘Frankenfurter’ from the Rocky Horror Show…

Customers can come in and get there makeup done by securing a $50 gift card redeemable in products after their transformation.

To have your Halloween look created and your alter-ego revealed head down to one of the following events to meet Kim.

Today, she is working in the Sephora Soho store at the infamous ‘Halloween Week’, with a focus on looks including the Art of Darkness Lashes, Liquid Metal Palettes and Lipstick in ‘Pristine’.

Kim will be at 5 Times Square tomorrow (27th October) and at 86th and Lexington on Friday [28th October.]

With the Halloween mini Event on Friday 29th October at 711 Lexington, Kim is focussing on the Liquid Metal Palettes, Precision Inks and Lashes, Lashes, Lashes!

To wind up her week, Kim will prepare you to master those masks and unveil your dark side in time for Halloween at the Times Square Special on 30th October.

25 October 2010

Our National Make-up Artist Adam had a great time polishing up the promotional models for Calvin Klein's latest range of boxers in Selfridges London last week. Inspired by X Elements, the new line of underwear, is available as briefs, low rise trunks, or boxer briefs, and comes in colors that represent the four elements: air, earth, fire and water.

22 October 2010

Last night, a few members of Illamasqua HQ went down along to the Beauty Party at the Barbican as part of their 30 Years of Japanese Fashion exhibition. If you have ever admired or been inspired by the work of Yohji Yamamoto, Issey Miyake or Junya Watanabe then make your way down to this beautifully curated exhibition that is on until 6th February 2011 [2 for 1 tickets on Mondays!]

Alex Box [heavily influenced by Japanese art and culture throughout her career] created make-up to music [a new trend?] by the ever poetic Malcolm Pate, with a stunning Marie Antoinette-meets-Geisha look that had the cameras flashing!

Meanwhile, back in the exhibition Illamasqua make-up artists Peter and Lucie set up the Illamasqua station to offer guests a makeover with their glass of wine. It was extremely popular, and the crowds quickly gathered to experience the professional products and interact with our enthusiastic make-up artists.

I thoroughly recommend the exhibition that documents the impact of Japanese fashion and culture on the industry, and I will definitely be along for another late night Thursday!

Claire - one of our fabulous make-up artists who only last month created a look for Erin O'Connor - went down to meet with Lily and Sarah and create their looks for the expectant press who had come to discuss the new hangout in the basement of Lucy in Disguise.

After the press appointments, Lily Allen and her baby bump [congratulations, Lily!] headed home whilst the party started with the likes of Jaime Winstone supping on some gorgeous cocktails courtesy of the built-in Grey Goose bar [nice touch, ladies] and the Illamasqua team fighting over Ossie Clark jumpsuits!

Our make-up looks on offer were categorised by era: 1940s, 1950s, 1960s and 1970s with the 70s definitely being the most popular! Claire worked her magic on a number of party guests who then headed to the Bumble and Bumble blow-dry bars and the Wah! Nails [who were of course using Illamasqua Nail Varnish as their brand of choice].

The concept is unique and the experience promises luxe, girlie heaven. The bar with it's ever-open bar, the relaxing sofas and amazing collection of vintage Vogue magazines create an aura of indulgence.

Lucy In Disguise will be offering party packages for the full treatment of Illamasqua make-up lesson, hair done and nails did, rent an outfit for the night and get ready for the night ahead... right in the centre of London!

19 October 2010

Yesterday afternoon, the Illamasqua team welcomed the infamous Kelly Cutrone of New York's hottest PR agency Peoples Revolution into the new flagship store at Beak Street, London W1. Kelly flew in to London especially to greet her fans and sign copies of her memoir ‘If you have to cry go outside [and other things your mother never told you]’.

The crowds began forming at lunchtime with everyone wanting the chance to meet and speak with Kelly and by 5pm the queue had stretched around the shop and half way down Soho!

After a press call that included top end magazines, bloggers and a lucky Youtuber, we opened the doors.

Staff from local businesses, budding entrepreneurs, fellow PR gurus, fans of The Hills, The City and Kelly's own Kell On Earth were amongst the crowd assembled to be welcomed in to have their books signed.

She also spoke about her appreciation for Illamasqua and her respect for the S.O.P.H.I.E charity. The profits from every book purchased were donated to the charity, with the books selling out within ten minutes and a scramble from the Illamasqua team to provide fans with posters to get signed in their place. Sylvia Lancaster also got to meet Kelly (below).

The event was a fantastic success, with many happy fans walking away with signed copies of her book and pictures of them with their idol! Thanks to everyone who came along and we promise to let you know next time Kelly is in town!

14 October 2010

There's been some eerie goings on this week at Illamasqua! With the 31st October nearing, the team are getting into the party spirit as the day before we are celebrating our 2nd birthday, so we thought we'd share a little bit of the magic with you...

Our fantastic National Make-Up artist Adam Sidwell [Selfridges London] created four looks from the exclusive Halloween product selection we are offering. For a limited time only, you can purchase them for £50 (RRP £60) to try the look out for yourselves.

Tutorials for two of the looks; Master of the Night and Mistress of the Night can be seen in the images above and the video below to inspire and guide you to creating your Halloween party look.

Adam began by designing some face charts for his 'Night-Time' creatures. He then transformed the models using the four key products in each collection as a starting point.

Halloween is the ideal time to expose your Alter-Ego, and trial that daring Illamasqua product you've been craving. Our Make-Up artists nationwide have been briefed on these seductive Halloween looks, so if you want some expert advice nip down to your local counter to book in an artist to dress your face for the night!

The products can be bought from Illamasqua counters, the Flagship store in Beak Street London and online at http://www.illamasqua.com/, but be quick, the 30th is booking up quickly! Some of our counters will be serving champagne and treats on the 30th and 31st, so come along and join in the theatre.

Everything is happening at light speed Down Under, where they celebrate Christmas in the sunshine [jealous, us?!] With the Myer Roll Out well and truly underway, I am delighted to announce the next set of store launches:

25th October: Bondi Beach

27th October: Robina Mall, Gold Coast

31st October: Brisbane City

We also have a fabulous new team member on board in Myer Sydney. Panda will be running masterclasses tailored specifically for asian complexions on the Illamasqua counter on the 21st and 23rd October. She is a fluent mandarin speaker and also a local celebrity, being the lead singer of an Asian band!

I've also been told that the High School Formals are beginning ... this huge tradition means that the local school leavers get dressed up for their very own red carpet event with perfect hair and make-up and beautiful dresses complete with limousines.

If this applies to you, get your make-up lesson booked now so you can either recreate it on the night, or why not visit the counter prior to the event for a make-up look that will last the night and in to the morning...

We can book in friends together and give you a wonderful experience for your special evening. Get ready to rock the dancefloor!

13 October 2010

We are really, really excited to be welcoming Kelly Cutrone to London! She has recently joined us a Brand Partner and will be helping develop Illamasqua in the USA with some fantastic events and plans in development as we speak... watch this space!

Kelly Cutrone is a leading figure within the fashion and beauty industry and will be flying to London from her native New York City to visit us at the Illamasqua Flagship Store at 20 Beak Street, London W1 on Monday 18th October and YOU are invited!

Kelly – and her trademark no-bullshit attitude – starred in MTV’s hit series ‘The Hills’ and ‘The City’, and now stars in her own show ‘Kell on Earth’, giving a behind-the-scenes look into Kelly’s own PR agency People’s Revolution, one of the most powerful US based PR firms in the business.

“I have worked closely with Kelly over many years and we have become good friends in the process, sharing some great moments along the way. She is a true revolutionary and therefore the perfect partner for the revolutionary Illamasqua brand.”

The memoir is written in Kelly’s trademark cut-to-the-chase style and combines personal and professional anecdotes and stories that share her secrets for success whilst remaining true to yourself. Who are we? What do we really want as women? How can we achieve it?Raw, hilarious, shocking, but always the honest truth, ‘If You Have to Cry, Go Outside’ calls upon you to gather up your courage like an armful of clothes at a McQueen sample sale and follow your soul wherever it takes you... [Book Blurb]

“Cutrone, 44, is infamous to the MTV generation for her untimely eruptions and cutting commentaries. Her hellish take on the fashion world is her ticket to stardom....If You Have to Cry, Go Outside (HarperOne), reads as a gritty guide for young women entering the fashion world.” (USA Today )

“What everyone loves about Kelly Cutrone, owner of fashion PR firm People’s Revolution and The City’s official BS barometer, is that she isn’t afraid to tell it how it is.” (Elle Magazine)

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About Me

Illamasqua is a heady cocktail of cultures - it combines a rich heritage and product knowledge with the creativity and expertise of Illamasqua's team of leading make-up artists. A night-time make-up that brings premium, professional products within reach of the high street.
Illamasqua is for the bolder, darker person hiding inside us. It is an act and an attitude. A symbol of tolerance. A celebration of idiosyncrasies. A confident statement of self-ownership and self-expression.
Illamasqua is your alter-ego.

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Ode To My Alter Ego

My alter ego is the person I want to become.She's darker, bolder, braver.She's a more interesting version of me.She doesn't hold back.She doesn't give a damn.Sometimes, I let myself become my other I.When she walks out and takes over,I fall in love with who I am.